Marketing case for a non-for profit organization

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parc ‐ Strategic Marketing  Plan   
Pedro Rivero, Leo Ting, Viki Yoo, Lili Shi 


    Table of Contents
Section 1.0 1.1 1.2 1.3 1.4 1.5 2.0 2.1 2.2 3.0 4.0 4.1 4.1.1 4.1.2 4.1.3 5.0 6.0 7.0 Title Situation Analysis Organization Background Organizational Advantages Industry Analysis Summary SWOT – Key Points Threats - Direct Competitors Positioning relative toCompetitors PARC – Where we are now Positioning Statement – Where we want to be Organizational Objectives Strategies Overview and Justification Strategies for Growth Branding Communications Funding Implementation Plan Budget Evaluation & Control Page # 2

7 9 9

15 16 16

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    1.0 Situation Analysis Before an effective marketing plan can be created for PARC, an overview of theorganization, its competitors and its overall industry must to be made. We need to know where PARC is, before taking steps to move forward and grow into the PARC of the future. 1.1 Organization Background The Parkdale Activity – Recreation Centre was created after a group of volunteers in the community observed the increasing number of adults with a history of mental health problems living in thecommunity. Founded in 1977, PARC has since developed into a place where these people can go to for support and help. They are people who are not just clients of the organization’s many programs and initiatives, but are also part of the organization’s “member caucus”. These members are involved in the organization by design; the opportunity to give back to others is one of the definingcharacteristics of the members. Currently, the organization administers a number of programs and initiatives that facilitate and support the beginning and continuation of the self healing process. The bulk of the programs and initiatives administrated by PARC support or direct the process of self healing. This is an expression of the organization’s belief that, “people can only rebuild their lives when theytruly recover confidence in their own voice and the emotional health to express it fully.” This self expression is through many mediums, be it through writing, art, song or dance. Together these programs and initiatives combine to make a place and community where members can heal, communicate, centre themselves and above all find their place in the world again or for the first time. Some of the keygoals of the organization are as follows: • Continued funding for PARC and it’s programs • Funding to complete the Edmond Yu Place project 1.2 Organizational Advantages The following attributes of PARC are advantages which have the potential to be leveraged into a marketing plan: • Knowledge o Policy of including the people the organization serves in its administration Results in on the groundknowledge of what matters to and works to improve the organization’s client’s life o Member Caucus and Board of Directors Board of directors is split between community representatives and members (clients) of the organization Ensures that policies and initiatives are developed and approved with the clients in mind • Outreach o PARC Outreach Program (POP) is one increasingly in demand o One of the fewservices in the community able to provide one-on-one time with people o PARC Street Outreach Extension of POP which focuses on street level involvement • Client Development o Skill development Leadership course for its members has won an award from the City of Toronto 2 | P a g e    

    o Course is being exported to other Toronto drop-in facilities Mental health through creativity Art programMusic program

1.3 Industry Analysis Summary
160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0

2002 2003 2004

Figure 1 Total Income by Sector in Millions of $ - NFP Industry 2002-2004

From the most recent report on the not for profit sector by statistics Canada, data shows that the industry is steadily growing with the overall industry growing from $117B in 2002 to $135B...
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